The Orange x Apple brief is one of the most awaited briefs because of the partnership of 2 strong, very recognizable brands. This year was a chance to build on the trade-in offer from Orange while showcasing the Iphone 15 Pro Max , the most advanced Iphone yet.

The initial brief had two main challenges to tackle: How to derive the greatest pleasure from the new iPhone through Orange's trade-in program? After conducting a social listening study among consumers, we decided to focus on the most attractive and innovative feature of the iPhone: the optical zoom lenses of its camera.

To demonstrate that with Orange’s trade-in, access the best of Apple for a better price while preserving the world of tomorrow.

1-Develop the trade-in reflex among our customers: save money while being more responsible

2-Position Orange as the N°1 for trade-in in France

3-Maximize sales of the iPhone 15 range.

We find ourselves immersed in the hustle and bustle of a downtown area where life goes on as usual, with nobody paying attention to a multitude of gigantic objects moving through the streets. A giant cap strolling across the square, a young person gliding on oversized roller skates, a donut the size of a bus shelter, or even a giant pacifier lying on the ground. These are just some of the objects seen on a grand scale by a young girl in an Orange store, who amuses herself by zooming in on them with the iPhone 15 Pro Max's x5 telephoto lens, enlarging them in real life. It's a way of seeing life on a grand scale